Who do I add to my email marketing list? I remember in the early 2000’s when the strategy was to amass as huge a list as possible. “It’s a numbers game” I was told.

This advice was completely misguided and horribly wrong. Filling your list with hundreds or thousands of people who “could” or “should” use your services is naïve. After all, YOU really don’t know what’s going on in people’s minds so the fact you think these folks should all buy from you is as sad as it is wrong.

What does work is curating rather than collecting. Curating means to carefully select and organize certain things for a particular reason and this applies exactly to who is in your email marketing database. Why are these people here? Do they deserve to be here? Are they the right fit prospect? Have they expressed real interest in your company and services?

After years of being an email marketing specialist, I find that this topic is still on the minds of business owners looking to uplevel their marketing – who should be on my list? Let’s build your list in layers.

Build a strong foundation with a list of past and current customers, and warm prospects. By warm prospects I mean someone with whom you’ve had a conversation around using your services. These are people with initial curiosity, as well as the “not ready yet” folks.

They should include people who have signed up to attend your virtual or in-person talk. Consider offering free talks throughout the year – to seek out those curious souls who want to learn more about your topic, even if they’re not ready to buy.

In fact, you have no way of knowing WHEN these folks will be ready, so it’s your job to be in their inbox when they are. It could be weeks, months or years from now, so remind them once or twice a month, consistently, of your name and what you provide. Inform, educate, and enlighten. It has paid off for me for decades. Even if they only see your name in their inbox, it’s enough to trigger, “oh yeah, I have to reach out to him/her about that thing I need”.

Next, consider inviting those who don’t have a need but have expressed a genuine interest in learning more about your industry, asked questions about your products/services, or who may know of someone who is your target audience. They’re more “fans” than they are leads. Fans are powerful and necessary, so feed their curiosity.

Not in the market for what you offer, they can become important referral resources for your business. If they knew more about what you provide and how you add value to customers’ experiences, they would be happy to introduce you. For example, I don’t supply website and social media services, but for those potential partners who do, I welcome them into my database.

Most successful businesses targe a specific target market and provide a specific range of services or have other specialties or limitations. People who do what you do may be able to help you if their audience and their specialties differ from yours. Strive to get to know your fellow service providers, foster productive relationships, because sharing possible leads typically results in each of you winning more customers who are appropriate for your specialties. Helping each other means more profitability than going it alone.

When you see that Unsubscribes report, it’s perfectly natural to feel disappointed. But – it’s almost never personal so don’t take it that way. Understand that there may be factors in their decision you’re not aware of: they’re inundated with email; their circumstances have changed; or perhaps they’re already receiving it in an alternate email address. If people readily gather the value in your content, they hit Unsubscribe. Make it your mission to find ways to improve your material!

Your competitors are DELIGHTED that you’re not doing it, so that they can gain all the attention. Yea, that caught your interest. While social media has its place in the world, email marketing is a marketing tool you should not leave out of your toolbox.

Still unsure how it all works? You have questions, I have answers. Reach out at susana@clearpathstrategy.com.